Dyah , Sugandini and Siti , Mujanah and Sudiyarto, Sudiyarto and Pawana Nur , Indah and Unggul, Priyadi and Muafi, Muafi (2018) The Effect of Integrated Marketing Communication, environmental Responsibility and Voluntariness Toward Electricity Saving Behavior Intention. International Journal of Civil Engineering and Technology (IJCIET), 9 (4). pp. 86-95. ISSN 0976-6308
Abstract
There is a strong relationship between the development of industrial technology and electric power. It is time when people are required to have electricity saving behavior. This research purpose is to strengthen the relationship of integrated marketing communication, perceived environmental responsibility, and voluntariness in behavior intention. The population of this research is individuals who involved in the decision of electricity use, either for himself or his family in DIY Province. The sample was taken using non probability sampling with convenience sampling method. The number of sample used in this research is 170 respondents. The data analysis technique is using AMOS 4.0. The research result proved that; (1) integrated marketing communication and perceived environmental responsibility has a significant positive effect toward voluntariness, and (2) voluntariness has a significant positive effect toward behavior intention. Keywords: integrated marketing communication, perceived environmental responsibility, Behavior intention
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